Examining the Utility of the Theory of Planned Behavior in Studying Intention to Reduce Drinking Among High-Risk College Students in the U.S.

Background: Alcohol consumption remains a significant public health issue among U.S. college students. Though prior research has examined behavioral and theoretical factors that predict heavy drinking, less attention has focused on exploring factors concerning alcohol reduction. Purpose: The current study identified Theory of Planned Behavior (TPB) constructs associated with high-risk college students’ intent to reduce alcohol use. Methods: High-risk college students (n = 822) from a large U.S. public university completed an online survey assessing their alcohol behaviors and the following TPB constructs: attitude, norms, perceived behavioral control, and intention to reduce alcohol use. Results: After accounting for important covariates, a multivariate regression demonstrated that students’ attitude and norms were significantly associated with their intention to reduce alcohol use, while perceived behavioral control was not. Altogether, the TPB model explained 61% of the variance in their intention. Discussion: The findings underscore the significant role theory, more specifically student’s attitudes and norms, can play in influencing intention to reduce alcohol use. Translation to Health Education Practice: Incorporating norms and TPB communication strategies into campus alcohol intervention programs and aligning these efforts with competencies from the National Commission for Health Education Credentialing Inc. can enhance the design, implementation, and evaluation of theory-driven interventions.